Let’s Just Unpack Why We’re So Obsessed With Advent Calendars For a Second, Ok?

Originally published in Popsugar UK: https://www.popsugar.co.uk/par...

There are very few things that are reserved for Christmastime (1st — 31st December). It's okay to roam the Christmas aisles in your local B&M, or to play Wham's Last Christmas in October or to browse for your favourite advent calendars before the first day of autumn rolls around. Whether it's because we just can't wait for the festivities or we're trying to budget for gifts for friends, family and the dreaded Secret Santa.

In fact, by late September, advent calendars start to go on sale, and no I'm not only talking about chocolate ones you can get for a pound in Tesco. The majority of beauty brands and retailers bring out their long-awaited advent calendars, filled to the brim with makeup, skincare and other various beauty goodies and samples — all for a discounted price — as a special treat for each day during the lead up to Christmas. Despite them going on sale during autumn, searches for beauty advent calendars in particular begin to rise from the end of August, proving summer to be well and truly behind us.

The surge in popularity for advent calendars reflects the shift in cultural and consumer trends, according to Casey Paul, a positive psychology consultant. She tells PS UK that living in a fast-paced and often stressful world means people are craving small, everyday indulgences to get by, despite the hefty payment for the calendar itself, with some ranging from £30 to £300. "The beauty advent calendar taps into the 'self-care' trend, offering a daily reward that feels like a special, personalised treat. It's a way for adults to add a bit of luxury and excitement to their daily routine."

"December can be a really stressful time for many, with holiday pressures, end-of-year work demands, and even shorter, darker days. An advent calendar offers a little escape — something to look forward to each day, providing a sense of fun and surprise to help get through an otherwise hectic month," Paul explains.

But as well as providing an escape from the mundanities of life and the cost of living crisis, psychotherapist and mental health expert Tasha Bailey tells us that the advent calendars bring a sense of nostalgia and childlike joy by reconnecting us with our inner child.

"Advent calendars for adults reconnect us with the younger part of ourselves who enjoy novelty, play and surprises. It can feel like a nostalgic and familiar ritual to have, which can be so comforting during what can be a stressful holiday period," Bailey explains. "As much as it can be a throwback to our childhood, advent calendars can be even more satisfying than the ones we received as a child and because of the wide range of advent calendars now, we have so much choice in finding a calendar which tailors to our personal needs and passions. So we are able to give our inner child a gift that they are guaranteed to enjoy."

"[There's a] wide range of advent calendars now, we have so much choice in finding a calendar which tailors to our personal needs and passions"

And while the emotional payoff from advent calendars is well worth it, the perceived discount and exclusivity we get is an added bonus. But the key marketing tactic is to play into our fear of missing out, according to Paul. "Social media platforms have popularised the unboxing experience, turning advent calendars into shareable content. The visual appeal of opening a new surprise each day has created a sense of excitement and FOMO (fear of missing out), encouraging others to participate," she says. "Many beauty advent calendars also offer high-end or exclusive products at a perceived discount, making them appealing too. Consumers see it as an opportunity to sample premium products that might otherwise be expensive, and they feel like they're getting great value."

So is our obsession with advent calendars justified? Well, yes. It makes sense to want to treat ourselves or our loved ones with a small gift for every day, and the festive season is the official time to do so. Plus, when you do the maths, it sometimes works out significantly cheaper, especially if you're purchasing an advent calendar from a brand or retailer you particularly like or usually shop from — as long as you know you'll use or refgift the products. So add that LookFantastic calendar to your basket or splurge on the Sockshop 25 Pair Set for your partner. It'll be worth it in the end.